Smooth skating for Ducks as success on ice translates to marketing gains. (Media & Technology).The Mighty Ducks
Mighty Ducks is a half-hour Disney animated series aired on ABC and The Disney Afternoon in the fall of 1996. Twenty-six episodes total were produced. of Anaheim are hot, and they're skating with it. "We're going to capitalize on Cap´i`tal`ize on` v. t. 1. To turn (an opportunity) to one's advantage; to take advantage of (a situation); to profit from; as, to capitalize on an opponent's mistakes s>. the energy level, the excitement and the draw the sport is creating," said Michael Williams Michael Williams may refer to:
The Detroit Red Wings are a professional ice hockey team based in Detroit, Michigan. in the first round of the playoffs and were readying for their second-round series with the Dallas Stars The Dallas Stars are a professional ice hockey team based in Dallas, Texas. They are members of the Pacific Division of the Western Conference of the National Hockey League (NHL). Prior to 1993, the team was known as the Minnesota North Stars. . (As of last Thursday, the Ducks led that series, 3-1). Williams, an advertising veteran, is leading the way on the marketing front. He arrived in November after being recruited from J. Walter Thompson Walter Thompson refers to:
But it took some convincing. "I wanted to make sure that we were going to have the creative license" to try new marketing promotions, Williams said. He said he had heard stories that Walt Disney Co., which owns the Ducks, wouldn't let fans come to games with painted faces or signs, for fear that they would have derogatory comments written on them. "Now we're not only letting (fans) bring signs, but make them," he said. During the season, and continuing through the playoffs, the team created a kids' zone, where youngsters can get their hair and face painted and make signs to bring into the games for free. At night, the team has featured various bands. The promotions are some of the new marketing moves the team started this year and reflect part of the broader changes the Ducks made on and off the ice before the start of the season in a bid to recapture the hearts of fans and turn around the team's performance. Both seem to be working. Fans flocked to the Arrowhead Pond for the first round of playoffs with a renewed fervor for a team that had fallen out of favor. "The building was just electric," Williams said. The team's sponsors also are taking note. "We have 21st Century Insurance putting up billboards and helping us market it on their dime," Williams said. |
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